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– 81% of hoteliers see increased revenue when they apply a first-party data strategy
SAN FRANCISCO, Dec. 1, 2022 /PRNewswire/ — Sojern, the leading digital marketing platform for the travel industry, today released the results of a 2022 survey to find out “How Hotel Brands Are Using Data from the first party to drive revenue and build stronger relationships. The study, conducted by Benchmark Research Partners with hotel executives from around the world, sought to understand how hotel marketers are thinking about and using first-party data to inform go-to-market efforts. When surveyed on measures of success for their businesses, 81% of hoteliers said they’ve seen increased revenue by implementing a first-party data strategy.
A survey of hotel executives from the world’s largest brands was conducted, and 57% of them have seen an increase in guest satisfaction at their establishments. The results revealed that 59% of hoteliers have already implemented a first-party data strategy, with 62% saying it is “very important” for digital marketing, while 75% of those who have yet to create one first party data strategy want to create it. Of those who have established a first-party data strategy, it was primarily to maximize campaign performance (73%), build stronger customer relationships (67%), and maximize overall revenue growth (67%) .
Other results have shown that hoteliers have adopted source data strategies not only because they saw the monetary benefits, but also the positive impact on customer satisfaction. 86% of respondents believe that a data origin strategy is effective in maximizing overall revenue, 76% in increasing campaign performance, 68% in building stronger customer relationships, and 64% in increasing the value of the brand.
“Personalized consumer engagement is a powerful tool for understanding traveler behavior and creating digital campaigns that deliver the right message at the right time. Marketers must prioritize first-party data collection that respects the privacy, such as hashed emails, to power your personalization strategies,” said Kurt Weinsheimer, Director of Solutions at Sojern.
For the full survey, click here.
About Sojern
Sojern is the leading digital marketing platform built for travel sellers. Powered by artificial intelligence and traveler intent data, Sojern offers multi-channel marketing solutions to drive direct demand. 10,000 hotels, attractions, tourist offices and travel marketers trust Sojern each year to engage and convert travelers around the world.
About Benchmark Research Partners
Benchmark Research Partners conducts research to help industry participants and technology innovators understand market changes and opportunities through peer benchmarking data.
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